ENTHUSIASTIC VOLUNTEER EVANGELISTS

ESTABLISHINGTHOUGHT LEADERSHIPLEVERAGING CONTENT MANUFACTURING AND INFLUENCER MARKETING TO CREATE

WITH SCOTT ABEL, THE CONTENT WRANGLER @SCOTTABEL THECONTENTWRANGLER.COM

ESTABLISH THOUGHT LEADERSHIP

HARNESS THE POWER AND REACHOF INFLUENTIAL EXPERTS—EVEN COMPETITORS

BY LEVERAGING AN INFLUENCER MARKETING STRATEGY

I’LL SHOW YOU HOW TO QUICKLY AND EFFICIENTLY

POWERED BY A CONTENT MANUFACTURING APPROACH

YOU CAN USE THESE LESSONS TO

A COMMON VOCABULARYINFLUENCER

LET’S START WITH

CONFUSION IS THE RESULT OF PEOPLE NOT UNDERSTANDING WHAT YOU’RE TRYING TO SAY

A PERSON WHO HAS THE POWER TO EFFECT PURCHASING DECISIONS OF OTHERSDUE TO THEIR (REAL OR PERCEIVED) AUTHORITY, KNOWLEDGE, POSITION, OR RELATIONSHIPS

INFLUENCER MARKETINGLEVERAGING INFLUENCERS TO GET YOUR BRAND MESSAGE IN FRONT OF OTHERS

CONTENT MANUFACTURINGAPPLICATION OF MANUFACTURING BEST PRACTICES TO CONTENT DEVELOPMENT

PETER DRUCKER BUSINESS MAVEN

BUSINESS HAS TWO—AND ONLY TWO—

BASIC FUNCTIONS:MARKETING AND INNOVATION

UNIFIED CONTENT STRATEGYBUT IT WAS BEING OVERSHADOWED

WE HAD AN INNOVATIVE APPROACH

THE TERM ‘CONTENT STRATEGY’BY LOUDER VOICES WHO COMMANDEERED

IN USE FOR A DECADE IN GLOBAL MULITNATIONAL COMPANIES AROUND THE WORLD

WATERED DOWN THE VALUE OF THE TERM

CONTENT STRATEGYTHE LOUDER VOICES

CONTENT IS A BUSINESS ASSET

BY MAKING IT SEEM TO BE MORE ABOUT THE CREATIVE THAN ABOUT THE BUSINESS

WORTHY OF BEING MANAGED EFFICIENTLY AND EFFECTIVELY– JUST LIKE THE COMPONENTS IN A FACTORY OR MONEY IN A CORPORATE BANK ACCOUNT

IN TERMINOLOGY LED TO SIGNIFICANTMARKETPLACE CONFUSIONTHE LACK OF CONTINUITY

BECAUSE THE LOUDER VOICESIT WAS DIFFICULT FOR CUSTOMERS TO GRASP THE IMPORTANCE OF OUR INNOVATION

WERE BETTER THAN WE WERE AT ONE THING: MARKETINGCONTENTSTRATEGY IS ….

…BLAH, BLAH, BLAH …TONE AND VOICE

UNIFIED CONTENT STRATEGYTO PRODUCE A WORKING CASE STUDY:

TO OVERCOME THIS CHALLENGE WE USED OUR

TO WIN WE HAD TO BE BETTER AT MARKETING THAN OUR COUNTERPARTS

DESIGNED TO OVERCOME THE CONFUSIONA MULTICHANNEL INFLUENCER MARKETING CAMPAIGN

SO WE DEVISED A WAY TO LEVERAGE THE POWER OF THE CROWD TO WORK ON OUR BEHALF

PROMOTE OUR CONFERENCETHE SPONSORS, EXHIBITORS, AND PRESENTERS

PROJECT WAS ALSO DESIGNED TO

AND TO ELEVATE THE CONTENT WRANGLER BRAND

Intelligent Content Conference

BOOKS | WEBINARS | CONSULTING | SPEAKING

CREATED A CONTENTMARKETING CAMPAIGN

WHAT DID WE DO?

TURNING THEM INTO ENTHUSIASTIC VOLUNTEER EVANGELISTSTHAT POSITIONED COMPETITORS AND OTHERS AS EXPERTS

WE LEVERAGED ADVANCED CONTENT CREATION AND MANAGEMENT TOOLSBUT YOU CAN LEVERAGE THE SAME IDEA USING THE TOOLS AT YOUR DISPOSAL

CONTENT STRATEGYA BOOK, AN EBOOK, A WEBSITE

THE LANGUAGE OF

AND DECK OF FLASH CARDSCREATED USING THE UNIFIED CONTENT STRATEGYAND WRITTEN BY 52 EXPERTS WHO DEFINED 52 TERMS, WROTE 52 ESSAYS

WE PROVED THE VALUE OF OUR APPROACH BY PRACTICING WHAT WE PREACHED

WWW.THELANGUAGEOFCONTENTSTRATEGY.COM

ONE YEAR OF CONTENTCREATED WITH HELP OF INFLUENCERS

THE PLAN

THE GIMMICK 52 TERMS (THE TERM-OF-THE-WEEK WEBSITE)CARDS (PRINTED PLAYING CARD HANDOUTS)EXPERTS (GUEST BLOG POSTS)

BOOK/EBOOK (BRANDED COPIES AT CONFERENCES)

UNIFIED CONTENT STRATEGYA REPEATABLE METHOD OF IDENTIFYING

THE APPROACH

ALL CONTENT REQUIREMENTS UP FRONTCREATING CONSISTENTLY STRUCTURED, SEMANTICALLY-RICH CONTENT DESIGNEDFOR AUTOMATED REUSE; MANAGING THAT CONTENT IN A DEFINITIVE (SINGLE) SOURCE,AND ASSEMBLING IT ON DEMAND IN MULTIPLE FORMATS TO MEET INDIVIDUAL CUSTOMER NEEDS

SOFTWARE ENABLED US TO PRODUCE CONTENT IN MULTIPLE FORMATS SIMULTANEUOUSLY 80% OF THE EFFORT IS IN THE PLANNING / 20% OF THE WORK IS IMPLEMENTATION

DETAILED CASE STUDY: bit.ly/2d7kczx

THE TECHNOLOGY BEHIND IT: bit.ly/2e7m3Ac

BOOK

EBOOKS (iOS/EPUB)

WEBSITE

CARDS

SOURCE(WIKI)

UNIFIED CONTENT STRATEGY

SINGLE-SOURCEPUBLISHING WORKFLOW

INTELLIGENT CONTENT—A PRIMER: bit.ly/2dcsTDQ

BORROW OUR LESSONS LEARNED TOIDEAS YOU CAN USE TODAY

CREATE YOUR OWN INFLUENCER CAMPAIGNONCE YOUR APPROACH IS DOCUMENTED AND WELL-REHEARSED, IT’S MUCH EASIER TO AUTOMATE ITTHIS PRESENTATION COVERS THE HIGH-LEVEL STEPS YOU’LL NEED TO MIMIC OUR APPROACH

THE LESSONS SHARED HERE CAN BE EXTENDED OR CUSTOMIZED FOR YOUR SITUATION

UNIFIED CONTENT STRATEGY DEEP DIVE: bit.ly/azXQIL

IDENTIFY THE TERMS ORGANIZATIONS MUST UNDERSTAND

STEP #1

TO ADOPT A UNIFIED CONTENT STRATEGYSELECT TERMS WITH SEVERAL DEFINITIONSTERMS THAT MEAN DIFFERENT THINGS TO DIFFERENT PEOPLESTORE THE TERMS IN AN ONLINE SPREADSHEET

IDENTIFY CONTRIBUTORS SELECT SUBJECT MATTER EXPERTS

STEP #2

WITH KNOWLEDGE, EXPERIENCE, BROAD APPEALDETERMINE THEIR IMPACT AS INFLUENCERSMEASURE THEIR SOCIAL MEDIA REACH AND AUTHORITY MATCH EACH EXPERT TO A TERM IN THE ONLINE SPREADSHEET

CAPTURE SOCIAL MEDIA IDs, EMAIL, URL, AND TELEPHONE INFORMATION, TOO

PITCH THE EXPERTS MAKE THE BUSINESS CASE FOR

STEP #3

THEIR PARTICIPATION, SET EXPECTATIONS, DECLARE INTENT

SELL THE VALUE! A DIRECTORY OF EXPERTS ON THE SUBJECT ON THE WEB, IN PRINT, EBOOKS, AND AUDIO

HIGHLIGHT THE OPPORTUNITIES FOR PERSONAL BRANDING, BEING INCLUDED AMONGST INFLUENTIAL PEERS

LET THEM KNOW YOU VALUE THEIR EXPERTISE—THAT’S WHY YOU SELECTED THEM

SIGN AN AGREEMENTSPELL OUT EVERYTHING

STEP #4

IN A SIMPLE, STRAIGHTFORWARD CONTRACTUSE AN ELECTRONIC DOCUMENT MANAGEMENT TOOLWITH E-SIGNATURES FOR EASY AND QUICK AGREEMENT

INCLUDE DETAILS ABOUT COPYRIGHT, DEADLINES, FINAL REVIEW AND APPROVAL

CAPTURE THE AGREEMENT DETAILS IN THE ONLINE SPREADSHEET

MAKE IT REALLY EASYCREATE A WEB SUBMISSION FORM

STEP #5

AND INVITE EXPERTS TO CONTRIBUTEPROVIDE EXAMPLES OF THE CONTENT YOU DESIREMAKE SURE CONTRIBUTORS UNDERSTAND THE RULESENSURE THEY CAN SUBMIT FROM THE DEVICE OF THEIR CHOOSING

YOU’RE ASKING A FAVOR

DOCUMENT WHEN THEY FINISH IN THE ONLINE SPREADSHEET

BRING IT ALL TOGETHERDEVISE A PROCESS TO EDIT THE CONTENT

STEP #6

FOR STYLE, TONE, TERMINOLOGY, AGREEMENTALTHOUGH YOU MAY WANT TO ALLOW EXPERTS TO WRITE IN THEIR OWN VOICE AND TO HAVE DIFFERING OPINIONS

IT’S THE READER THAT ULTIMATELY MATTERSENFORCE A COMMON STRUCTURE, LENGTH, WORD COUNT, READING LEVEL, AND TONE OF VOICE

ENSURE THE READER’S EXPERIENCE IS EXCEPTIONAL

CLEANUP AND APPROVALPROVIDE EXPERT CONTRIBUTORS WITH THEIR

STEP #7

CONTENT FOR FINAL REVIEW AND LAST-MINUTE EDITS

ONCE THE CONTENT IS EDITED, SEND A FINAL VERSION BACK TO EACH CONTRIBUTOR FOR APPROVALUSE THE ELECTRONIC DOCUMENT MANAGEMENT TOOL TO COLLECT SIGNATURESENFORCE A COMMON STRUCTURE, LENGTH, WORD COUNT, READING LEVEL, AND TONE OF VOICE

ENSURE THE READER’S EXPERIENCE IS EXCEPTIONAL

PREPARE TO PUBLISHCREATE AN EDITORIAL CALENDAR AND

STEP #8

SCHEDULE CONTENT FOR RELEASE BY DATESHARE THE SCHEDULE WITH EACH CONTRIBUTORPROVIDE CONTRIBUTORS WITH ADVANCE NOTICE AND SUGGESTED TWEETSSCHEDULE BLOG POSTS, FACEBOOK UPDATES, TWEETS

PUBLISH YOUR CONTENTTEST CONTENT ON ALL PLATFORMS TO ENSURE

STEP #9

PROPER BEHAVIOR AND TO SPOT INCONSISTENCIESONCE TESTING IS COMPLETE AND ALL ERRORS FIXED, SCHEDULE PUBLICATIONUSE SCHEDULING FEATURES FOR BLOG POSTS, FACEBOOK UPDATES, TWEETS AND INSTAGRAM PHOTOS

AMPLIFY YOUR EFFORTSEEK ADDITIONAL WAYS TO LEVERAGE CONTENT

STEP #10

WEBINARS, INTERVIEWS, CONFERENCES, INFOGRAPHICS, GUEST SPOTS

TELL YOUR STORY EVERY DAY, IN EVERY TIME ZONE, IN MULTIPLE LANGUAGESCREATE AUDIO VERSIONS OF THE CONTENTALLOW OTHERS TO REPURPOSE IT WITH LIMITED RESTRICTIONS

RETURN ON INVESTMENTSOLD-OUT CONFERENCE | BOOK SALES

MY RESULTS

CONSULTING GIGS | CONFERENCE PURCHASED

INCREASED INFLUENCE | TOP LISTS | RANKINGPAID SPEAKING GIGS | GOOGLE JUICE

REPEATABLE PROCESS7 NEW BOOKS

MY RESULTS

52 NEW EXPERTS | 52 NEW TERMS | 52 NEW EVANGELISTS

OWN THE CONVERSATIONABOUT THE TERMS IN YOUR SPACE

YOU CAN

OR CREATE CONTENT BASED ON PEOPLE | PLACES | THINGSSHOWCASE THE GOOD WORK OF OTHERS | EVEN COMPETITORSDEMONSTRATE EXPERTISE | EXHIBIT CONFIDENCE

CONNECTLEARN MORE

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